Comparer des méthodes

	Analyse visuelle numérique	Analyse du discours	Netnographie
Domaine	Qualitatif	Recherche qualitative	Qualitatif
Famille	Process / pipeline	Process / pipeline	Process / pipeline
Année d'origine	2000s–2010s	1989 (Fairclough); 1987 (Potter & Wetherell)	1997 (coined); 2010 (first comprehensive methodology book)
Auteur d'origine	Gillian Rose; Sarah Pink (digital extension)	Norman Fairclough; Jonathan Potter and Margaret Wetherell	Robert V. Kozinets
Type	Qualitative analytical approach	Method	Qualitative research method
Source fondatrice	Rose, G. (2016). Visual Methodologies: An Introduction to Researching with Visual Materials (4th ed.). Sage. ISBN: 978-1473902176	Fairclough, N. (1989). Language and power. Longman.	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875907
Alias	DVA, digital image analysis, online visual analysis, digital visual research	DA, Critical Discourse Analysis, Discursive Analysis	online ethnography, virtual ethnography, cyber-ethnography, digital ethnography
Apparentées	6	2	6
Résumé	Digital visual analysis is a qualitative approach for systematically examining visual materials that originate in, circulate through, or are consumed within digital environments — including social media images, video content, screenshots, memes, infographics, and online multimodal texts. Drawing on visual methodologies and digital research methods, it attends not only to what images depict but also to how they are produced, shared, and interpreted within specific digital platforms and social contexts.	Discourse analysis is a qualitative research methodology that examines how language, communication, and power shape meaning, identity, and social reality. Developed across linguistics, sociology, and psychology (particularly by Norman Fairclough and Jonathan Potter), discourse analysis goes beyond content to analyze language use as a social practice that constitutes and reflects power relations, ideologies, and social structures.	Netnography is a qualitative research method that adapts the principles of cultural ethnography to the study of online communities and social media environments. Coined by Robert Kozinets in 1997 and systematised in his 2010 handbook, netnography treats digital spaces — forums, social networks, blogs, review sites — as naturally occurring field sites where communities gather, share meanings, and construct identities. The method combines unobtrusive observation of digital traces with active participation and, where appropriate, direct member interaction.